Feel the force of Gravita
Launch video for Fizik’s new gravity-specific MTB shoes. Created in collaboration with different industry teams, the project showcases the brand’s innovative approach to footwear design. Through interviews with pioneers Cesar Rojo and Bernat Guardia, and contributions from brand manager Giovanni Fogal and designer Giacomo Zanchetta, it presents the new shoes through laboratory tests, field trials, motion graphics and 3D visuals.
Design, ride, test, lab, repeat.
To tell the story of the project's complexity, we worked alongside the Fizik team, wrote the narrative together and created the graphics and images to support it. Through continuous revisions and conference calls, we used the same production method Fizik uses to generate the best possible products.
Complexity? Simplified.
To make many complex concepts easier to understand, we chose a visual language strongly characterized by an analog look. Working alongside Fizik's creative team, we chose to use three-dimensional models, line drawings, animations, graphs and textures. All elements useful for communicating effectively and in line with the brand's identity.
A content pool always at hand
In the labs, we told the story of all the tests Gravita had to pass. Sole elasticity, velcro grip, fabric abrasion, waterproofing. These and the other materials created were used as a content pool for the brand's landing page and for the various communication channels.
PROJECT CREDITS
Client: Fizik.
Production: Studio Visuale;
direction and project management: Francesco Pia;
editing and motion graphic: Alice Musi;
design and motion graphic: Marta Pulin;
3D: Metaverso;
assistant director and 1st camera on location: Francesco Mansutti;
dop and 1st camera in studio: Giovanni Andreotta;
2nd camera and dop on location: Piergiorgio Grande;
audio: Enrico Lenarduzzi;
voice over: Federico Pelle - The Basement.
Fizik Team
brand manager and script writing: Giovanni Fogal;
art direction and graphic project supervision: Micheal Basso;
with the collaboration of: Giacomo Zanchetta.
Filmed on location:
Fizik @Selle Royal Group Headquarter;
Cimac @Vigevano;
San Martino di Castrozza Bike Park.
